In 2026, Browne Europe enters a structuring phase in its development, with the aim of firmly anchoring the Bérard, Cuisipro and Kitchen Grips brands in Europe, before progressively expanding its portfolio with new signatures. This trajectory is based on regaining control of distribution, coherently articulating brand universes and scaling up commercial and digital tools in a measured way.
A European subsidiary of the Canadian group Browne & Co., Browne Europe operates within a structure that brings together three proprietary brands—Bérard, Cuisipro and Kitchen Grips—and draws on strong expertise in the distribution of premium kitchenware on the North American market. There, the group also represents well-known European brands such as Emile Henry, de Buyer and Global (for Japanese knives). In Europe, the challenge is now to adapt this model to heterogeneous markets by building a coherent, legible and progressive brand platform.
Based in France and led by Thibaud Chiale, Browne Europe has brought renewed momentum to Bérard. Since 2023, the subsidiary has been working to accelerate the brand’s development in France and across Europe while maintaining a controlled industrial trajectory. This phase marks the start of a key stage in the group’s expansion. The year 2025 represents a turning point with the integration of Cuisipro and Kitchen Grips into Browne Europe’s scope. This evolution follows a natural logic—Browne & Co. owns the brands—and responds to the reorganisation of distribution channels in France through a shift to direct management. The European entity now manages a portfolio of more than 600 references, designed as a strategic lever to streamline partners’ purchasing, optimise stock rotation and support cash flow through a broader offer and a single point of contact.
The 2026 strategy builds on this continuity and rests on three priorities. The first concerns existing business and supports the transition of Cuisipro and Kitchen Grips customers to direct management, with a focus on continuity of service. This work is then leveraged to increase each brand’s market share, notably through a targeted expansion of assortments among partners, tailored to expressed needs and on-the-ground realities.
The second development axis is geographical. While Browne Europe has so far deployed its brands primarily across four markets—France, Italy, Spain and Portugal—in areas where local sales forces are not yet fully established, digital channels will play an amplifying role. Online sales are not conceived as a substitute for physical retail, but as a tool for visibility, brand recognition and market preparation, intended to subsequently support partner networks. In this perspective, Bérard’s historic website will become the structuring gateway to the Browne Europe ecosystem, with the aim of highlighting the portfolio logic, showcasing brand complementarities and guiding purchasing journeys by market. Marketplace presence will also be strengthened to broaden points of contact, while closely monitoring price consistency, content and brand image—key issues in preserving brand value and retailers’ economic balance.
The third pillar of the strategy focuses on brand clarity and coherence. Administrative materials will evolve to assert the Browne Europe identity while highlighting the three portfolio brands, each with its own positioning but conceived within a more synergistic logic. Work is underway to standardise packaging in order to improve shelf readability, elevate graphic standards and clarify the usage promise, within an ESG trajectory aligned with the expectations of the European market.
The universes of the three brands have been designed as complementary. Bérard draws on a Mediterranean imagination marked by conviviality, ease of use and durability. Cuisipro claims a functional, professional-inspired approach, where useful technology, ergonomics and understated elegance translate professional tools into the domestic kitchen. Kitchen Grips brings specific expertise in safety, thermal protection and performance, acting as a natural complement to the strong technical and industrial dimension of the portfolio. On the product side, the claimed identity is defined by a realistic sense of timing: no artificially spectacular announcements, but relevant range extensions. Fundamentals form the backbone of the ambition, as illustrated by the Cuisipro assortment—a coherent whole built on credible, durable merchandising.
Once this European footprint is firmly established, Browne Europe intends to pursue diversification by integrating new brands into its portfolio. This step is envisioned in the medium term, within a logic of controlled growth, faithful to the group’s vision: building a coherent set of strong brands rather than an opportunistic accumulation of offers.
Cuisipro, functional innovation in the service of the gesture
Cuisipro develops utensils where design exists solely in the service of use. Rooted in a North American heritage focused on innovation, the brand established itself by reinterpreting everyday gestures through precise, intuitive and durable tools. Founded in 1998 by Browne & Co., it quickly gained recognition with redesigned measuring instruments that introduced a new approach to kitchen ergonomics. From patented whisks and grinders to herb tongs, this pragmatic approach extends across a wide range of utensils without ever yielding to purely decorative aesthetics. Discreet technology that enhances fluidity of movement, clean design, timeless aesthetics and a limited lifetime warranty anchor Cuisipro in a premium positioning built for the long term, serving both demanding enthusiasts and professionals.
Kitchen Grips, thermal protection conceived as a precision tool
Since 1985, Kitchen Grips has conceived hand protection as a natural extension of the culinary gesture. A specialist in technical textiles, the brand relies on FLXaprene, an exclusive material resistant to extreme temperatures, flexible, non-slip and waterproof. This innovation ensures safety and comfort even in humid environments, while limiting the retention of stains and residues. Available in five-finger gloves, extendable pot holders and various formats, the range prioritises precision, fit and durability. Easy to maintain and designed for intensive use, the brand’s products transform protective equipment into a true tool of mastery in the kitchen.
Bérard, 130 years of wood shaped by time
Founded in 1892 in the Drôme region, Bérard embodies artisanal know-how deeply rooted in woodworking. From generation to generation, the company has refined its expertise in crafting everyday utensils, before fully refocusing its culinary universe in 1974. The choice of fine woods—particularly olive wood—became a defining marker of its identity. Integrated into the Browne & Co. group in 2002, Bérard embarked on an international development phase while preserving its artisanal DNA. Renewed collections, controlled diversification of wood species and a strong focus on transmission reflect a long-term vision in which living material remains at the heart of the project.
Source: Home Fashion News Jan26
